How Real-World Marketing Expertise Shaped Digital Marketing Analyst Training Programs

Context & Challenge

SweetRush, an award-winning San Francisco learning company, designs custom training programs for organizations around the world. For a series of programs preparing learners for entry-level digital marketing analyst roles, delivered through a leading online learning platform to large corporate clients, its learning experience designers needed a practitioner. Someone who could check that every task, topic and exercise reflected how marketing analytics is actually done.

Five Projects, One Role

Starts acted as subject matter expert on five projects, from the first curriculum to later phases and content updates.

• ◆Interviews and working sessions with learning experience designers
• ◆Review of job task analyses, separating essential tasks from nice-to-know
• ◆Feedback on program outlines: order, complexity and fit with the audience
• ◆Validation of AI-generated content for accuracy and alignment with learning objectives
• ◆Graphics, software demonstrations, recordings and audio scripts
• ◆Hands-on exercises, labs and projects

Topics Covered

• ◆Customer understanding, segmentation and the acquisition funnel
• ◆E-commerce models and the digital marketing ecosystem
• ◆Search engine marketing and search engine optimization
• ◆Web and social media analytics, KPIs and ROI measurement
• ◆A/B testing, campaign reporting and data visualization
• ◆Data-driven market strategy and predictive analytics

What changed

The learning teams could build programs with confidence that the content matched the realities of the job.

• ◆Curricula grounded in real-world marketing practice
• ◆Topics sequenced to match learners' level
• ◆Technically accurate content, including AI-generated material
• ◆Practical demonstrations and exercises learners could apply on the job